To capture the attention of targeted, time poor HCPs around Australia (as identified by Boehringer Ingelheim) & cut through a cluttered & highly competitive environment.
Promotional offers were initially sent via direct mail, resulting in a 25% redemption rate through a combination of website registration, business reply-paid cards & fax. A branded enewsletter was developed & distributed to the newly established database. The enewsletter incorporated product information, offers & further reasons for healthcare professionals to engage with Boehringer Ingelheim & its brands.
Starting with just a few hundred opt-in emails, the database grew to several thousand thus increasing the effectiveness of the e-newsletter campaign.